Managing Food & Beverage Operations: Doc

Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Activity 1.....................................................................................................................................3
Activity 2 ....................................................................................................................................6
Activity 3.....................................................................................................................................8
Activity 4...................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Food and beverage encompasses a combination of activities which mainly involves raw
material procurement, maintaining the high quality services and analyzing the upshot of business
in the future.
Heathrow Airport Restaurants and Lounges Ltd is one of the most leading company in
United Kingdom which owns restaurant, bar, cafe and other establishment. This report gives a
brief about the various kinds of businesses within food and beverage industry, national &
international rating system employed in industry, current and future trends of affecting food and
beverage businesses, basis on which customers decide which outlet to choose, Factors affecting
the customer's decision, different approaches used by food and beverage industry to entice the
customers, forming a loyal customer base in industry, Evaluation of the effective strategies used
by industry, Effect of digital technology on consumer buying behaviour, comparative analysis of
marketing and operational technology, role of digital technology in enhancing operational
efficiency and final assessment of abilities to express the professional of and beverage service
standards.
MAIN BODY
Activity 1
Various kinds of businesses within F & B industry
Since the globalization, food and beverage industry (F & B industry) has been the buzz
around the world. It include companies which are highly involved in raw material processing,
packaging and delivering them. These encompasses freshly cooked food, alcoholic &
nonalcoholic drinks and packed foods. F & b is an ever growing industry which includes
different types of businesses (Food and Beverage Service,2012).
 Catering- Catering is the business activity whereby the food service is supplied to
different distant locations or sites like hotels, pub, clubs, restaurants, studio sites, venue
etc. Main functions of catering service are to provide the food and beverages to
particular group of individuals at right place and at right time. For example, Marriott
hotel provides world class catering services to their customers. Their highly experienced
chefs inculcate a blend of Chinese and international menu to deliver authentic cuisine at a
great price (Maier, 2016).

 Hotels- It is an establishment which provides meals, accommodation and guest services
to the customers in return of the money. The primary function of hotels is to provide
great facilities and accommodation to the customers and serve them with world class
amenities. For example, Hotel Hilton, one of the leading hotel of UK is considered as the
ideal place for staying during visit. Besides its impeccable services, it is exceptional
iconic structure and Parisian style chic rooms makes it a complete package of amenities
and luxuries.
 Restaurants- Restaurant is a place where the food and drinks are served to the customers
in return of fixed amount. The major task of a restaurant is to offer convenient solution to
the customer and tailor their services according to their requirements. For example,
Heathrow Airport Restaurants and Lounges Ltd provide its customers with a 15 minute
menu where customers will receive their order within 15 minutes.
Different Rating System used internationally and nationally
International Level
 GNPD (global new product database) rating system – The GNPD rating system are
established to provide a highest quality product to the customers. They provide the
detailed information of each food and drink product to aware their customer about the
health facts included in the product. Health star rating system – It is the rating system where the product is classified by the
rating of the product. The similar products can be compared in the same stores by their
ratings. The rating system includes the numeric system from half star to top five stars the
more the stars the more nutritional food it is. Heathrow Airport Restaurants specifies the
rating on the similar products which is very easy for consumer's to select the healthy food
for them (Gadelrab and Hussein, 2016).
National Level
 Smart choice rating system – In the system the simple icon is provided on the front of
the food packaging to avail the customers about right food choice for their health. As day
by day food manufacturer renovate their product with new nutrition facts and specifies

them with different icons which is easy for their customer's to compare the facts for their
balanced diet.
 Dozen Rating System – In the Dozen Rating system the food nutrition's detail is
prescribed at the bottom of the product label. This helps the consumers to select the
product which is according to their health requirements. Heathrow Airport Restaurants
provides a tag at the bottom of their products to avail their customer about the nutrition
facts of the product (Chibili, 2017).
Current and future trends of Heathrow Airport Restaurants and Lounges Ltd
Current trend
Rise of generic products
From past couple of years, consumers are now looking for the ways to save more money.
They are purchasing the generic products and taking them home to cook on their own which has
caused the food industries to decrease the cost of their goods and look for innovation.
Health Consciousness
The level of obesity as reported in 2019 has been increased to 4% and is prevalent across
the globe. This has made the consumers more health conscious and are now demanding for
products having appropriate nutritional labeling. This has affected the F & B industry a great
way which has now focused on organic and fat free products. Heathrow Airport Restaurants and
Lounges Ltd is now providing butter and fat free breakfast to its customers. Besides this, It is
offering low calorie drinks and beverages to them.
Future trend
Digital revolution
With the increasing demand of consumers for online presence, it has become necessary
for the restaurants and hotels to strategize their products and fine tune them using the latest
digital technology. To fulfill the future needs of customers, Heathrow Airport Restaurants and
Lounges Ltd is now investing a huge amount on robotics and automation to bring high tech
machinery which will make the production lines more efficient and will help them in future
(Ogunyemi, Ayios and Spiegler, 2016).
Complying to food safety regulations
According to the recent survey, With the increasing health awareness, the hygiene and
consumption of nutritious food will continuously increase in future and the consumers will spend

their money more on healthy food rather than the junk food. This will have a drastic effect on
food industry where they will have to now work on sustainable ingredients and labeling the
products appropriately. Heathrow Airport Restaurants and Lounges Ltd has recently launched its
future plan where they have emphasized to concentrate their efforts on digital equipment’s and
food processors to redevelop the products using antibiotic free ingredients, and including more
antioxidants and vitamins to their food.
Activity 2
Basis on which customers decide which outlet to choose
Consumer's behavior mainly encompasses studying the behavior of an individual which
they exhibit while forming purchase decision for a product or service. In this modern era,
Consumers are becoming extremely health conscious in shaping the decision for the food they
want. Selecting the best product for themselves & their family has always been a major concern.
A huge combination of food & beverage outlet are accessible to the consumers which allows
them to choose according to their requirements. The primary factor which went into their
determination of choosing best food and beverage outlet constitute brand name (Subramaniam
and Wareing, 2016). Having a reputed brand name in marketplace and established goodwill
urges the customers to form a good impression for that outlet. The second foundation on which
the consumer’s decision is based is the quality of service. Word of mouth is the most powerful
marketing tool which have a great impact on the consumers and affect their buying behavior.
Customers are most likely to get attracted towards those establishments whose quality & grade
level have a buzz in the market.
Components in influencing the consumer decision while selecting F&B outlet -
Following are various factors which affects the decision making of the consumers are :
Pricing and quality – In today's trend consumer's only preference is good quality food at
affordable price. Fair price charges attract all class of consumer whether it is high income groups
or semi urban groups. Good quality food at minimum charges attracts more and more customers
to the outlet. Heathrow Airport Restaurants provides good quality food-service at minimum price
to its customers (Loustaunau, 2018).
Customer Service – Customer service is a basic thing an outlet must be aware of they should
provide a proper treat to their customer very polite and accomplish them according to their needs

and demands. A happy customer has positive effect on the outlet and this will retain the existing
customer's and also attract new customers. Heathrow Airport Restaurant's main focus is on
providing an amazing experience to its customers with effective customer service.
Brand popularity – Brand popularity is a positive factor for any outlet. If the outlet has a brand
popularity among the customer's more and more customer will usually attracted to the outlet. To
maintain the brand popularity the brand should maintain the quality of the service and food
provided to the customers (Lager, 2016).
Strategies to attract the customer's -
To attract more and more customer's Food and beverages spend their whole concentration
on wide variety of marketing and advertising strategies that are as follows -
Involving local food bloggers – It is one of the compelling marketing strategy today to
influence the crowd with help of local food blogger. Heathrow Airport Restaurants will choose
the popular food blogger to share the content on topics related to their restaurant. And in return
to appreciate them they provide them incentives like discount on food and drinks (Wood, 2018).
Hospitality on special days – Keeping a track of relevant days of their customers life
i.e., Birthdays and anniversary. Heathrow Airport Restaurants maintains the record of their
customers wish them on their special day and provide them a special discount on the selected
food items. Somehow customer's appreciate the cordial behavior and want to visit the outlet
again and again (10 Strategies to attract restaurant customers,2018).
Social Media advertising – Today it is the most popular trend among the generation they
spent their most of the time on social media's. Heathrow Airport Restaurants promotes their
restaurants on social media channels such as – Instagram, Facebook or YouTube by posting their
new dishes and events organized in their outlets this attracts more and more customer's to their
restaurant (Bakalis, Knoerzer and Fryer, 2015).
Forming the loyal customer base in F & B industry :
Food and beverages industry is the most growing industry now a day. People are more
aware of different food cuisines, new dishes, newly opened outlets etc. So their outlets must be
very influential to attract new customers and retain the existing customers with the positive
experience of the outlet. Restaurant and hotels uses wide range of strategies to establish the sense
of loyalty among its customer's. Delivering the good services is the first step towards building
the loyalty among its customers Heathrow Airport Restaurants staff communicate politely with

their customers and firstly greet them with the welcome drink and also helps their customers to
select the food items according to their needs. They provide extra perks to their loyal customers
by providing them discounts on the bills. They provides the fast service of the order as they value
the time of their customers and with the fast service they also maintain the quality of their food.
Providing the great quality of services to the customers directly hits the heart and somehow a
happy and satisfied customer will visit back the restaurant (Kaur, 2017).
Assessment of the booming strategies used by F & B Industry :
The main focus of Food and beverages industry is to attract more and more customer's to
their outlet and retention of the existing customer's. The wide variety of techniques are used to
evaluate the effective strategies of F&B industry. Heathrow Airport Restaurants uses the online
survey and evaluate the customer's reviews about the food and services provided by them. And to
enhance their sale they could overcome the negative reviews by their customer's and develop
new strategies to attract the customer's with a new trends followed by the generation. Heathrow
Airport Restaurants will also prepare the questionnaire to solicit the feedback of their customer's
which are effective tool for the growth of the outlet. This helps them to analyses the customer's
reviews about their outlets, positive reviews helps to optimize the growth of the outlet where as
the negative review shows the downfall of the outlets so they could overcome them and sustain
the objective marked by the outlet at each financial year.
Effect of digital technology on consumer buying behaviour :
Digital marketing has attained new heights with the boom in smart phones and tabs, so
the business who are not in touch of this are willing to adopt this for the effective promotions of
their brand. Now a day’s customer's compare the product with the other competitive product and
will select the one which suits them best in terms of all elements. To match the customer's stand
Heathrow Airport Restaurants has to maintain its presence on social media so that customers
could easily attracted to them and become the popular brand with the cost effective strategy of
promotion (Davis and et.al., 2018).
Activity 3
Comparative analysis of marketing and operational technology
Heathrow Airport Restaurants and Lounges Ltd.
Operational technology

Heathrow Airport Restaurants and Lounges Ltd. emphasizes on aligning the operations
and technology to deliver the top rated services to their visitors. They use voice and language
technology under which fast and convenient answers are provided to the questions. Heathrow has
installed this technology on a large platform in its restaurant which allows the customers to
request for the menu and additional services through speaking in the voice assistant (Jain, Ayalur
and Doddabalapur, 6d Bytes Inc, 2017).
Marketing technology
One of the latest technology used by Heathrow Airport Restaurants and Lounges Ltd. to
attract its customers is E mail marketing. Heathrow is well known for its high level promotion
and advertising. Besides going offline, they promotes their facilities through sending Email to
the visitors. It informs about the various offers and cashback through Emailing like 50%
cashback on breakfast meal during festive season or meal for two in the price of one.
Marriott hotel
Operational technology
Mobile has played a significant role for Marriott in providing a better customer services.
Marriott taking the hint from airline industry offers various app for android and smartphones
where after booking the rooms online, they find the means to leverage mobiles. Besides this, they
also found cues from food industry and offers restaurant apps where the customer is allowed to
pre order their food and skip the long ques while collecting that (Pirani, Arafat and Thompson,
2016).
Marketing technology
Marriott uses social media to widen its customer base and provides a greater experience
to them. The company interacts with its customers through its wide coverage on various social
media sites like Facebook, Instagram, twitter etc. Marriott uses a platform known as HYP3R
where they communicate with their customers globally and track their activity. They publish
various posts and their brand story to increase customer engagement.
Role of digital technology in enhancing operational efficiency
Digital technology has always played a crucial role in notching the customers across the
world as well as helped the businesses in adopting cost cutting and made them productive.
Technology has major role in increasing the operational efficiency of businesses.

Inventory management- Is one of the biggest task of any organization where leveraging
the technology is essential. Through an efficient software and analytical system, a hotel can
effectively manage its stock level and warehouse. For example Hilton hotel has designed a
software through which the bar code of food stock and ingredients they bring are scanned to
avoid any redundancies and correct deliver of the quantity(Weber and Saunders-Hogberg, 2018).
Event management- Use of an efficient technology enables the organizations to manage
the events and projects effectively and help them to contract the task and work through
manageable activities. For example Heathrow Airport Restaurants and Lounges Ltd. Uses its
separate event management software where they supervise the events like wedding, party
efficiently. They input the resources and time needed in software which then creates a timelines
for completing the event.
Activity 4
As I visited Heathrow Airport Restaurants and Lounges Ltd. last month, I got fascinated by its
amazing infrastructure and quality services. This restaurant uses digital menu which help-
customers to gather real time guidance. This facility enhances the ordering capacity and helps the
restaurant in managing more than one location. Restaurant also provides entertainment options
like karaoke, gaming, events, news reports which retain the customer for long time.
Food Service Skills :
1.) Effective five skills for a Restaurant Manager
1 Time management
2 Business awareness
3 Contingency planning
4 Problem solving
5 Consistency
2.) Important skills for projecting professional image
1 Personality
2 Confidence
3 Body language

4 Attitude
5 Formal attire
Beverages Service Skills :
3.) Different forms of beverages services
1 Counter service
2 Velvet service
3 Tray service
4.) The pre beverage services and post beverage services
Pre beverage services -
1 Appropriate positioning of napkins
2 Right placing of salt and peppers shakers.
3 Checking glasses on the table
Post beverage services -
1 Provide menus to the customer's
2 Serving foods and drinks
3 Greet the customer's
Equipment management skills
5.) Cleaning and maintenance of equipment
With the help of a terry cloth, loose dirt and spots from the equipment and stainless steels
should be removed and the areas should be rubbed with a light sponge.
6.) Necessity of cleaning the equipment’s
Cleaning of the equipment’s is necessary to wipe out the waste and kills the micro-organism
and remove the unpleasant smell from the crockery.
Legal and regulatory requirements
1) Legal and regulatory frameworks for cleanliness of equipment’s
Occupational safety and health association is one of the most crucial standard for cleansing the

harmful ingredients and maintaining the clean environment.
2) Legal standards for the food and beverage outlet
The different laws which the F&B industry should follow are Food safety and standard
regulation, Food products order, Food inspection and compliance etc.
3) Effect of failing to follow the legal and regulatory frameworks
The license of the company may be confiscated if it breaks the food standards. Apart from this,
a heavy amount of fine may be incurred to the employee breaching this.
CONCLUSION
From the above study it is concluded that the food and beverages industry is emerging very
rapidly in the market and has become the most popular among the market. The food and
beverage industry must be innovative and digitized to become more profitable in near future.
And to become a popular brand or outlet, more effective marketing strategies to be used to
promote their business outlets and satisfy their customers with the effective services and quality
product at minimum prices. This helps them to attain the huge profit on the sale and sustain the
customer's by fulfilling their needs and demands effectively.

REFERENCES
Books and Journal
Bakalis, S., Knoerzer, K. and Fryer, P.J. eds., 2015. Modeling food processing operations.
Elsevier.
Chibili, M., 2017. Modern Hotel Operations Management. Routledge.
Davis, B and et.al., 2018. Food and beverage management. Routledge.
Gadelrab, R.M. and Hussein, M.M., 2016. Exploring Food Handlers’ Attitudes towards Food
Safety in the Hospitality Industry. Egyptian Journal of Tourism Studies Vol.15(2).
Jain, V., Ayalur, V. and Doddabalapur, V., 6d Bytes Inc, 2017. Automated preparation and
dispensation of food and beverage products. U.S. Patent Application 15/422,260.
Kaur, I., 2017. Role of hotel management and catering technology institutes in ensuring food
safety. In Food Safety in the 21st Century .(pp. 321-335). Academic Press.
Lager, T., 2016. Managing Innovation & Technology in the Process Industries: Current practices
and future perspectives. Procedia Engineering. 138.pp.459-471.
Loustaunau, M.C., 2018. MANAGING HOTELS IN A SUSTAINABLE WAY. International
Journal of Applied Sciences in Tourism and Events.2(2). pp.108-117.
Maier, T.A., 2016. Convention hotel food and beverage operating efficiency profile. Journal of
Foodservice Business Research.19(5).pp.514-524.
Ogunyemi, T., Ayios, A. and Spiegler, V.L.M., 2016. Socially responsible purchasing practices
and supply chain performance in the food and beverage industry.
Pirani, S.I., Arafat, H. and Thompson, G., 2016. FRESH: A Food-service Sustainability Rating
for Hospitality Sector Events.
Subramaniam, P. and Wareing, P. eds., 2016. The stability and shelf life of food. Woodhead
Publishing.
Weber, O. and Saunders-Hogberg, G., 2018. Water management and corporate social
performance in the food and beverage industry. Journal of cleaner production.195.pp.963-
977.
Wood, R.C., 2018. Strategic questions in food and beverage management. Routledge.
Online
10 Strategies to attract restaurant customers. 2018. [ONLINE] Available
through;<https://www.modernrestaurantmanagement.com/10-strategies-to-attract-
restaurant-customers/>
Food and Beverage Service. 2012.[ONLINE] Available
through;<https://opentextbc.ca/introtourism/chapter/chapter-4-food-and-beverage-
services/>

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